The relationship between Brand Innovativeness and Electronic Word of Mouth

• DOI: 10.21608/djicsi.2023.328332
• Publication Date: 2023-12-11T16:04:29Z
• Authors: Abd El-Aziz; Ali Hassan; Talaat Asaad; Al-Hamid Al-Banna; Sara Khaled; Mohamed Ismaiel A...
• Keywords: Word of mouth

This research aims to investigate the relationship between of Brand Innovativeness on Electronic Word Mouth, this in field application which is smart watches customers Dakahliya.The Research adopted philosophy positivism, deductive approach, and method quantitative analysis as methodology.The instrument utilized for data collection was questionnaire.Consequently, 384 usable questionnaires were collected electronically through social media channels from Smart Watches Dakahliya.In addition, using Warp PLS 8, path employed explore relationships among variables.The findings reveal that significantly positive affect Mouth.Also, results show Demographics differences have Partial significant respondents' opinions regarding variables (Brand Mouth).In also has practical implications guidelines Watch Companies, theoretical researchers who are interested variables.